Tadashi Shoji Launches First Fragrance

Eau de Rose is expected to bring in $1 million, according to industry sources.

The rose scent wafting down the runway at Tadashi Shoji’s fall runway show in New York is set to hit stores this April.

Eau De Rose was inspired by gardens in Japan and Shoji’s love of the rose itself. “When I smell rose, it’s calming and makes me feel so happy,” Shoji said. “Maybe because of my age my sense of smell has changed…it’s calming.”

The perfume made its debut at Shoji’s New York Fashion Week show, where scent-emitting devices were set up and guests were sent home with rollerballs.

The fragrance has top notes of bergamot, lemon, mandarin, grapefruit, rhubarb and blackcurrant, with body notes of rose, jasmine, osmanthus, lily of the valley and cedar wood. The dry down has notes of musk, frankincense, labdanum, patchouli, rose absolute and oud.

Eau De Rose will launch exclusively at Lord & Taylor and on Macy’s.com in April, and will also be available in 10 Tadashi Shoji stores, including the new shop in Qatar. Separately, the brand is planning to open 20 new retail boutiques in the next five years. Eau De Rose eau de parfum will cost $135 for a 3.4-oz. size, $110 for the 1.7-oz., $27 for the rollerball and $55 for a body cream.

Shoji’s entry into fragrance may be followed by other perfumes, he said, as the company works to ramp up its category offerings. “It’s more of a lifestyle line,” Shoji said of his business, which includes accessories, bags, bridal, intimates, shapewear and kids. Industry sources expect the business to do about $70 million in wholesale sales for 2017, and the fragrance to bring in $1 million. “This fragrance part, with my love of fragrance, I thought maybe this is a good idea — maybe we should add this small category,” Shoji said.

Shoji worked with Ruth Sutcliffe to develop the fragrance. “We want to control our aesthetic and merchandise and the quality; we are doing everything [ourselves] in our company,” Shoji said. “This fragrance also, same thing.”

For pre-fall, Vivetta Ponti reimagined the characters of an antique tapestry through a punkish filter. The result was a collection that looked a tad less sugar-coated compared to previous seasons. While the brand’s signature feminine ad whimsical iconography, including cute animals and butterflies, were still there, a range of tartan pieces, including a coat and a plissé skirt showing floral inserts, as well as maxi-printed puffers, exuded a cool, urban vibe, writes @aleturra85.
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After dominating in the makeup and lingerie categories, not to mention her Fenty line with Puma, Rihanna is getting ready for her next act in fashion.
According to sources, the superstar has been in secret talks with LVMH Moët Hennessy Louis Vuitton to launch a luxury fashion house under her name. The eponymous collection is said to cover everything from ready-to-wear to leather goods and accessories and is expected to launch later this year in tandem with Rihanna’s ninth studio album.
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Victoria Beckham has developed a power-dressing formula of her own that revolves around elegant tailoring, cozy knits and feminine yet easy-to-throw-on midi dresses — and she keeps returning to it, as it clearly seems to appeal to her growing customer base of women who subscribe to her brand of modern femininity and glamorous yet no-fuss clothing. “Ultimately it does always have to come back to the customer and what she wants,” Beckham told WWD while presenting her pre-fall 2019 collection. “When we do want to do something different, it is about doing it in a way that she can understand, taking her by the hand and showing her how to put the pieces together so that she can try new things and challenge herself.” Report: @natalietheodosi .
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